History of KINONA


Founded in 2018, KINONA is a women-led, women-inspired brand that was founded to make golf accessible - and fun - to all women. The company is the brainchild of Dianne Celuch and Tami Fujii, two friends and corporate executives-turned-entrepreneurs. Prior to starting KINONA, Dianne and Tami would find themselves playing golf at corporate events, often the only women, and were disappointed in the options golf fashion provided to them. The designs were bland, boxy, and unflattering on most women. “Why should women have to dress like men on the golf course?” they thought.

Seeing an opportunity, Dianne and Tami went to work. By 2018, KINONA was launched with a mission to bring feminine sensibility to women’s golf. KINONA tops, bottoms, dresses, and accessories are constructed using Italian fabrics and include shape-flattering details to ensure a comfortable and breathable fit. KINONA’s modern designs transition seamlessly from the 18th green to real life.

Since its inception, KINONA has seen its business grow quickly. In 2019 KINONA announced Patty Sheehan, golf legend and LPGA winner, as a member of its board of advisors. The company has also seen its year over year revenue doubling, with the online portion of its business up 400% since March 2020. 

Kinona is pronounced Key-no-nah, and means “shape” in Hawaiian. 

The KINONA Difference

KINONA is made by women golfers, for women golfers. Each product is fit-tested for active golfing, using input from golf pros and customers to continually improve product performance. Products are thoughtfully made with milled Italian fabric and top quality construction, and are sized XS–XL, with XXL arriving in April 2021. 
 
What sets KINONA’s apparel apart is its fabric. Whereas most competitors use 100% polyester, KINONA’s Italian fabrics are a combination of ECONYL® high quality regenerated nylon and lycra (similar to swimwear), resulting in superior fit, feel and performance. KINONA’s other innovations include shaping details built into all products (higher waistbands, princess seam lines), tee holders in pockets of all skorts, shorts, dresses and jackets, UPF 50+ sun protection, low profile zip pockets, and antimicrobial moisture wicking fabric with a “cool” hand feel.
 
Plus, KINONA is just plain fun. While most other manufacturers are overly conservative and masculine, KINONA surpasses course-compliant standards by delivering smartly designed apparel that lets modern women feel and play at their best. Much of this is credited to lead designer, Jarlath Mellett, who takes his inspiration straight from the runway, and is committed to bringing fun, chic, contemporary fashion to the fairway. This high-fashion influence results in a fresh new take that combines functional, flattering, comfortable, high quality golf wear with fun, playful styles and prints. ​
 
KINONA develops apparel with meticulous intention, and is committed to adhering to earth-friendly practices. KINONA selects suppliers that adhere to rigorous sustainability standards including OEKO-TEX, Marks & Spencer and Global Recycled Standard. The company also uses Econyl recycled-nylon yarns in approximately 40 percent of its products.

KINONA Mission 

KINONA is out to change the way women are treated in the sport of golf, by offering fun styles made by female golfers, for female golfers. KINONA’s innovative features give all players a refreshing ability to dress on their own terms, and unapologetically challenge the notion that women can’t look and feel attractive and be kick-ass athletes at the same time.

Off the green, KINONA is committed to being a voice for breaking down barriers facing women in recreational golf, no matter age, race or sexual orientation. This includes supporting and empowering the next generation of female golfers. 

At the same time, KINONA knows what you wear can impact how you play; that is why KINONA only uses innovative, comfortable, earth-friendly materials that energize the game experience. KINONA’s fun, course-tested styles made with Italian fabrics, sun protection, and signature features like tee holders and back pockets shift the paradigm of “appropriate golf attire” and inspire women to play their game, their way.